"Ford's involvement in V8 Supercars will remain the company's single largest sponsorship and category investment however, moving forward, the company will target enhanced return on its motorsport investment through leveraging activities more closely linked to its performance car line-up."

"Motorsport is a key part of our brand strength in Australia," said Ford Australia marketing and sales vice president Mark Winslow. "The passion it generates amongst performance car enthusiasts is second-to-none, which is why it will continue to be important for our brand going forward.

“However, as the market diversifies and consumers face an ever-increasing array of vehicle choices, it is imperative that we target our vehicles and accompanying marketing messages in a manner that reflects that diversity.

"Like we do with our involvement with the Geelong Football Club, Cricket Australia and the National Breast Cancer Foundation, we will be looking to more proactively tie our motorsport sponsorship to relevant brand communications - particularly across our performance vehicle range."

As a result, from 2009 onwards, Ford Australia will 'target its direct motorsport sponsorship towards two successful race teams which provide a high level of leveraging opportunities and are integral to the performance success of the Ford brand'.

Ford Performance Racing (FPR) and Stone Brothers Racing (SBR) will both benefit from ongoing sponsorship support from Ford Australia, while also working more closely together to deliver world-class engineering packages and resulting race wins for the FG Falcon.

Other currently sponsored Ford teams will also continue to be supported through the transition to racing the FG Falcon with the provision of initial FG race car shells, a crash panel programme and ongoing engineering and technical support.

"A closer collaboration between Ford Performance Racing and Stone Brothers Racing will have race-win benefits for Ford, while also allowing us to be more involved in the positioning and marketing of the Ford brand in association with those two teams," said Winslow.

Start
the conversation - Add your comment

Although the administrators and moderators of this website will attempt to keep all objectionable comments off these pages, it is impossible for us to review all messages. All messages express the views of the poster, and neither Crash Media Group nor Crash.Net will be held responsible for the content of any message. We do not vouch for or warrant the accuracy, completeness or usefulness of any message, and are not responsible for the contents of any message. If you find a message objectionable, please contact us and inform us of the problem or use the [report] function next to the offending post. Any message that does not conform with the policy of this service can be edited or removed with immediate effect.